Strategic Tourism Marketing

The Strategic Tourism Marketing course reflects the need for a complex approach to marketing activities in the tourism sector, which is one of the world’s fastest moving and dynamic industries. This comprehensive course places the emphasis on selected aspects of the international tourism environment that determines the market position of tourism destinations. The course also offers students the opportunity to explore different approaches to the trends in destination marketing while creating a practical framework for more strategic promotion of tourism destinations. The course provides students with the fundamental knowledge and practical experience they need to prepare for a career in international tourism and marketing management.

Course objectives

After completing this course, students should be able to adopt a strategic approach to the marketing of tourism destinations by

• Appling strategic approach to marketing of tourism destination
• Preparing simplified marketing plan for a real-life tourism destination
• Creating tourism product which reflects the outputs of the strategic marketing analysis
• Creating simplified communication mix for the product

Course topics

• International Tourism & Global Tourism Trends
• External Marketing Analysis
• Internal Marketing Analysis
• Global Competitiveness Analysis
• Customer Behavior Analysis
• Tourism Marketing Mix
• Marketing Communication in Tourism
• Mini-test & Marketing plan presentation

Evaluation

Lecturers

• Martin Luštický, Ph.D.
• Petr Štumpf, Ph.D.

Martin Luštický, Ph.D.

Martin Luštický currently serves as the Vice-Dean for Development and External Relations at the Faculty of Management; Prague University of Economics and Business. His professional interest includes strategic planning and application of management methods in the field of tourism and regional development. He is author/co-author of more than 70 papers published in interdisciplinary journals and at international conferences. He is a member of editorial board of the Journal of Quality Assurance in Hospitality & Tourism and the Global Business and Finance Review. His international teaching experience includes short-term scholarship at the Center for Hospitality and Tourism Research, Oklahoma State University, U.S., and number of ERASMUS teaching stays in Lithuania, Slovakia and Slovenia.

Petr Štumpf, Ph.D.

Petr Stumpf is Assistant Professor at the Faculty of Management, Prague University of Economics and Business, Czech Republic, where he is aimed to destination management and marketing and system dynamics in tourism & hospitality in his teaching and research. He worked as Project Manager at the Tourist Board of South Bohemia (2003 – 2009) and as Assistant Professor at the University of South Bohemia (2010 – 2019). He obtained his Ph.D. in 2015. The Ph.D. thesis was aimed to the Systems Approach in Destination Management using system dynamics and simulation modelling. He is a member of SKÅL Club, Linz (A). He has rich international experience with teaching in Australia, Slovenia, Austria, Slovakia or Portugal.

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